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Case
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Reference no. 505-010-1
Subject category: Marketing
Published by: Lagos Business School
Published in: 2005
Length: 12 pages
Data source: Field research

Abstract

This is a case that illustrates the management challenges facing many small businesses in a developing economy like Nigeria. The manager and owner is at the point of considering expansion but like many small businesses does not use a comprehensive tool to determine appropriate pricing and other related marketing decisions. Four major players dominate the bread industry in Nigeria. In Nigeria, bread is a staple food that is largely import dependent therefore prone to foreign exchange fluctuations. There is a powerful bread sellers'' association that regulates prices of bread sold by the bread sellers who constitutes a dominant share of the channels for bread distribution. The challenges of competing in this environment for a small producer are presented for discussion in this case. The major focus is the pricing challenges. This case illustrates the challenges facing many small businesses in pricing their goods and services effectively. It describes how the business evolved from a passion for bread into a business that is considering expansion but has not yet formalised its processes. It is a comprehensive review of the business with a view to making recommendations on the way forward for growth. It describes the channels for the distribution of bread in Lagos, Nigeria and itemises the costs incurred in production and running the business. This case can be used to teach entrepreneurship, pricing and marketing strategy and planning especially for small business concerns.
Location:
Industry:
Size:
10 employees
Other setting(s):
2002

About

Abstract

This is a case that illustrates the management challenges facing many small businesses in a developing economy like Nigeria. The manager and owner is at the point of considering expansion but like many small businesses does not use a comprehensive tool to determine appropriate pricing and other related marketing decisions. Four major players dominate the bread industry in Nigeria. In Nigeria, bread is a staple food that is largely import dependent therefore prone to foreign exchange fluctuations. There is a powerful bread sellers'' association that regulates prices of bread sold by the bread sellers who constitutes a dominant share of the channels for bread distribution. The challenges of competing in this environment for a small producer are presented for discussion in this case. The major focus is the pricing challenges. This case illustrates the challenges facing many small businesses in pricing their goods and services effectively. It describes how the business evolved from a passion for bread into a business that is considering expansion but has not yet formalised its processes. It is a comprehensive review of the business with a view to making recommendations on the way forward for growth. It describes the channels for the distribution of bread in Lagos, Nigeria and itemises the costs incurred in production and running the business. This case can be used to teach entrepreneurship, pricing and marketing strategy and planning especially for small business concerns.

Settings

Location:
Industry:
Size:
10 employees
Other setting(s):
2002

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